Elemental case study for National Endowment for Science, Technology and the Arts (NESTA)

1. NESTA Boosting innovation with digital PR

2. Brief

3. Fuelling niche interest Extend reach of traditional public relations activity for innovation initiatives Improve awareness of work NESTA do with niche and wider online audiences Make campaigns work effectively and increase sign-ups

4. Approach

5. Comprehensive digital News Engine SEO to increase search engine visibility and universal search Online PR to raise awareness and establish relationships with key journalists Blogger outreach to talk directly to niche audiences

6. Reaching niche areas Campaigns: Future Innovators, Innovation Challenge and Hidden Innovation Sectors included banking, mental health, construction, education and law Identified and worked with target audience in niche areas

7. Impact

8. Boosting visibility Increased awareness of niche areas that NESTA struggled to connect with Excellent Page 1 visibility in search engines including Google and Yahoo! 10 out of 10 listing on page 1 Google for key search terms

9. Hitting the mark Spike in applications to grant applications during and after digital activity Built strong relationships with key online influencers and bloggers Applicants from digital successful in receiving grants

10. Creating longevity Sparked conversation amongst audiences on key blogs and communities Positive sentiment about individual campaigns and NESTA initiatives Created a greater understanding of NESTA and its work

11. Reaching a niche Great (organic) link equity from high ranking sites back to NESTA.org A reach of more than 750,000 for campaigns reaching niche audiences 90+ mentions coverage on blogs and news sites

12. Elemental profile

13. Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, experience: Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio Three minute profile elemental

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15. Getting in touch